Dear Sargento,
I really like your new commercials and I really like your tagline – Persnickety People, Exceptional Cheese. How often do you see a word as entertaining as “persnickety” in advertising? However, I don’t feel they quite fit together. The commercials highlight how you specialize in only cheese, unlike Kraft, which the commercials cleverly allude to but never directly call out. However, the tagline suggests that you are really anal about how you make it. Well, Kraft may be really particular about how they make their products, but that doesn’t exactly line up with your claim that they overextend themselves.
When I visited your site, I noticed the bar at the top of the site read “Our Family’s Passion is Cheese.” To me, this fits much better. Not only does it emphasize that you are passionate about it, but also the fact that your cheese-making is a family affair and not a conglomerate. As sad as I would be to see the use of persnickety go, I would appreciate a better tie-in.
Love,
K
